Financial Marketing

Secondly, it develops continuity in your relationship. From the client’s point of view they have a sense of a seamless transaction – all of their financial needs being met through an ongoing and continual relationship with you.

Thirdly, they often feel it saves them money because they are buying from you and see things as a package as opposed to a series of transactional events.

Fourth, because you see the future that they are reaching for, they feel that it generates a sense of opportunity. By knowing you are their financial resource, they trust you are looking out for their best interests and looking for interest that would be suitable to them.

In addition, being their resource reduces fear because they know you and trust you and they perceive that, as their financial resource, you are going to provide good value for their money. Being a resource also reduces doubt and increases a sense of certainly and comfort. Because, as their resource, they are really saying that they trust your judgment.The challenge that most agents and managers face today is how to be seen as a resource. To do so, you have to transcend just being a sales agent, you must become an individual who is in tune with the marketplace and who can provide answers to their questions – ultimately, the goal should be to be a resource that transcends issues other than financial matters. This means you should know other individuals that can service needs outside of those that are financial including such needs as business planning processes, funding and outsources for various projects, etc. Put in simple terms, the ultimate resource is someone who is woven into a network of individuals that can and will support their clients on a variety of different topics in a variety of ways.

How, then, can you really become a resource? It’s vital for you to consider strategic alliances. In the traditional sense, strategic alliances for most advisors has always meant building a relationship with another advisor such as a more tenured, experienced individual or partnering with a Accountant who is going to refer business to you and vice versa or with a tax attorney or other attorney hoping that together there will be an opportunity acquire more clients.

However, in today’s marketplace, you need to think bigger and more strategically. Think about creating a resource network that supports your target market. This network would be made up of individuals who are not only Accountants and attorneys and perhaps other advisors, but also some of the following:

1. Experts from the industry, lifestyle or special interest group that you are targeting.
These may be experts on management, service, or manufacturing practices that you could recommend to your clients to meet a specific need in that area.

2. Suppliers to the industry, lifestyle, or special interest group that you are targeting. Not only will these be an outstanding source of leads for you to work your market deep, but also an opportunity for you to refer your clients and prospects to these suppliers when they have a need that can be met by this group.

3. Clients of yours in their industry, lifestyle, or special interest group that you are targeting. By forming an advisory group of individuals in the market that you are focusedon, these people can serve as counselors, advisors, or mentors to prospects and clients that you’re servicing. I have practiced this particular strategic alliance for many years. Often company executives, managers and advisors will call my office or ask me at a speaking engagement if I know of someone who can assist them with a particular need that they may have. I often recommend managers and executives who serve on my advisory board and suggest that they call them because they’ll have specific insight that could help the individual solve the problem that they’re facing or to get another point of view.

4. Editors and publishers of trade magazines, journals, and newsletters that support your target market group. By building these strategic alliances, you have an opportunity to not only publish articles, but, most importantly, also get yourself quoted in articles within these publications. This adds to your credibility and the sense of resource.

5. Consider building strategic alliances with organizations that you are targeting and positioning yourself as a resource. There are many associations and groups that support the market you are targeting that your clients and prospect may not know about. By aligning yourself with these organizations, you can bring the vast resources available from them to the people you’re targeting.

The key is to recognize that to be a resource transcends simply helping individuals with their financial needs, it is being there when they have a variety of needs so that when they have a question, a challenge, or need a second opinion, you’re the person they call because they see you as having the Rolodex of choice.

C. Richard Weylman is an expert in marketing, selling and communicating to affluent and high net worth people. He is the author of “Opening Closed Doors, Keys To Reaching Hard-to-Reach People,” co-author of Marketing Strategies that Really Work!”, as well as numerous sales, relationship and marketing and management audio and video education programs. To discover the many resources he has to offer you and your organization, including his speaking topics, free weekly marketing tips (emailed to you), articles and much more, go to www.weylmancenter.com or call 1-800-535-4332 to schedule Richard to speak at your next event.

The challenge that most agents and managers face today is how to be seen as a resource. To do so, you have to transcend just being a sales agent, you must become an individual who is in tune with the marketplace and who can provide answers to their questions – ultimately, the goal should be to be a resource that transcends issues other than financial matters. This means you should know other individuals that can service needs outside of those that are financial including such needs as business planning processes, funding and outsources for various projects, etc. Put in simple terms, the ultimate resource is someone who is woven into a network of individuals that can and will support their clients on a variety of different topics in a variety of ways.
How, then, can you really become a resource? It’s vital for you to consider strategic alliances. In the traditional sense, strategic alliances for most advisors has always meant building a relationship with another advisor such as a more tenured, experienced individual or partnering with a Accountant who is going to refer business to you and vice versa or with a tax attorney or other attorney hoping that together there will be an opportunity acquire more clients.
However, in today’s marketplace, you need to think bigger and more strategically. Think about creating a resource network that supports your target market. This network would be made up of individuals who are not only Accountants and attorneys and perhaps other advisors, but also some of the following:
1.
Experts from the industry, lifestyle or special interest group that you are targeting.
These may be experts on management, service, or manufacturing practices that you could recommend to your clients to meet a specific need in that area.
2.
Suppliers to the industry, lifestyle, or special interest group that you are targeting. Not only will these be an outstanding source of leads for you to work your market deep, but also an opportunity for you to refer your clients and prospects to these suppliers when they have a need that can be met by this group.
3.
Clients of yours in their industry, lifestyle, or special interest group that you are targeting. By forming an advisory group of individuals in the market that you are focused